Healthy Skepticism Library item: 3262

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

DTC Advertising and Promotion: The Changing Environment
FDAnews 2005 Dec 27
http://www.fdanews.com/wbi/bookstore/2057-1.html?p=DRUGDT

Notes:

Ralph Faggotter’s Comments:

Anyone with an interest in DTCA (Direct to Consumer Advertising) in the USA might seriously consider reading this book – but at US$303 it would want to be good!

It appears to be aimed more at pharmaceutical industry types who may be able to recoup the cost of the book if they “…leverage the promotional power of DTC without running afoul of rapidly evolving regulations and costly legal controversies.”

Full text: NEW! DTC Advertising and Promotion: The Changing Environment

View the Table of Contents.

This new book, by industry veterans John Kamp and Wayne Pines, takes you inside Congress, the FDA and industry for a clear look at what’s on the table now (a possible moratorium on DTC advertising), how industry leaders are responding (from threats of lawsuits to voluntary submission of ads prior to use), and what Congress wants (when government becomes the industry’s largest customer next year through Medicare). Plus, you’ll learn what you can do now to leverage the promotional power of DTC without running afoul of rapidly evolving regulations and costly legal controversies. Together, these experts give you the facts, the policies, the research – and most importantly – exactly what the FDA is thinking regarding DTC advertising and what you can do now to prepare for the changes ahead.

Available December 2005, 778 pages, $295
ISBN: 1 93207 457 0 $303.00 – Price includes domestic shipping (Inside North America) $310.00 – Price includes international shipping (Outside North America)